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How do you anticipate common sales objections?

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Sales objections are inevitable in any selling situation. They are the reasons why your prospects hesitate, doubt, or resist buying your product or service. However, they are not necessarily deal-breakers. If you can anticipate and address them effectively, you can turn them into opportunities to build trust, value, and rapport with your potential customers. In this article, you will learn how to anticipate common sales objections and how to prepare and deliver persuasive rebuttals.

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Fidelis Andrew

Country Distribution Manager @ vivo | Distribution Management

1 Know your audience

The first step to anticipating sales objections is to know your audience. You need to understand their needs, goals, challenges, preferences, and motivations. You can gather this information by conducting thorough research, asking open-ended questions, listening actively, and empathizing with their situation. By knowing your audience, you can tailor your pitch to their specific pain points and benefits, and avoid raising unnecessary objections.

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Fidelis Andrew

Country Distribution Manager @ vivo | Distribution Management
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Yes,spot on its clear cut thought for one to understand their partners/audience temperature(figuratively speaking) as this will be a yardstick for measuring-upscaling growth.

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2 Identify common objections

In order to identify the common objections that your prospects may have, it is important to analyze past sales conversations, feedback, and data. Additionally, researching your competitors and industry trends can be beneficial in uncovering objections. These objections can range from price (your prospect perceiving the product as too expensive or not worth the investment), value (your prospect not seeing how your product can solve their problem or help them achieve their desired outcome), trust (your prospect not trusting you, your company, or your product), authority (your prospect not having the decision-making power or the budget to buy your product) to timing (your prospect not being ready to buy now or wanting to explore other options first).

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Heidi Briones

Writer / Political Humorist / Social Media Consultant
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The best place to find objections is from current and previous customers and prospects. Search your CRM for closed/lost deals and check the notes to find out why they decided to go another direction. Also, if you utilize call recording then listen to calls with prospects to hear real time objections.

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3 Prepare rebuttals

Once you have identified the common objections, you need to prepare effective rebuttals that can overcome them. A rebuttal should be a constructive and persuasive argument that shows your prospect why they should buy your product, not a defensive or aggressive response. To prepare a rebuttal, you should first acknowledge the objection and show empathy, demonstrating that you respect and understand your prospect's point of view. You should then clarify the objection and ask for more information to understand the root cause and severity of the objection. Next, provide evidence and benefits to present your value proposition, back it up with facts, testimonials, case studies, or demonstrations. Finally, confirm and close by asking for feedback, addressing any remaining doubts, and moving the prospect to the next stage of the sales process. You can use trial closes, assumptive closes, or alternative closes to test the water and secure the commitment.

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4 Practice and refine

The final step is to practice and refine your rebuttals. You need to rehearse your rebuttals with different scenarios, objections, and prospects, and get feedback from your peers, managers, or mentors. You also need to measure and evaluate your results, and identify what works and what does not. By practicing and refining your rebuttals, you can improve your confidence, delivery, and effectiveness, and increase your chances of closing more sales.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you anticipate common sales objections?

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3

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5

1 Know your audience

2 Identify common objections

3 Prepare rebuttals

4 Practice and refine

5 Here’s what else to consider

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